CRM provider Symplify to acquire Jada Gaming for €30m

| By Daniel O'Boyle
Cloud-based customer relationship management solutions provider Symplify has agreed to acquire AI technology provider Jada Gaming in a €30m deal.

Symplify already has partnerships with a number of gambling operators, including William Hill, LeoVegas and Betsson, but said Jada’s experience with real-time marketing, churn prediction, hyper-personalisation and segmentation would all help it secure its position in the igaming space.

As part of the deal, Jada co-founders Alberto Alfieri and Josh Tromans-Jones will continue running the Jada platform.

 Symplify’s CEO Robert Kimber and COO Fatima Ekekrantz, meanwhile, will join the Jada board. 

 “AI is playing an ever-increasingly influential role in successful operations and Jada’s capabilities will augment Symplify’s already strong igaming position,” Symplify CEO Robert Kimber said. “Our mission is providing a 360-degree service for our partners and I’m excited to add another vital layer to our solution and be working alongside Alberto and Josh as we continue to grow the business.”

Alfieri said he expected the combined business to deliver a stronger product than before thanks to synergies between the two suppliers.

“Josh and I are incredibly excited to team up with Symplify and feel our AI solution perfectly fits within the business. The synergies between our two company objectives and philosophies means this will deliver an unrivalled business management system that translates across a wide range of verticals.”